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Havas Media

Ketchum

SUMMARY

Osteo Bi-Flex was desperate to reverse its declining business and its only chance of survival was to strike a connection with it's audience. How do we effectively engage with a 50+ audience who's constantly misrepresented in the category and culture more broadly? By getting to know them--a generation who's minds were moving faster than ever, their bodies just needed help keeping up. By reflecting the values of our audience, we didn't just stabilize the business, we drove fresh sales momentum and began to reclaim leadership in a category we created.